Geely wants to get a machine?

The author | gold is not changed

The day before yesterday, there were media reports that Geely planned to acquire Meizu mobile phones and was conducting due diligence.

Some netizens said that if the acquisition is completed, it is recommended to get a new brand called:

Gilly is too charming.

At present, Geely is engaged in the development of many fields, and is ready to "sing and dance rap basketball" in one. Outside of cars, its latest big move is to make mobile phones. Geely Chairman Li Shufu has announced:

It will invest 10 billion yuan in the field of mobile phones to position high-end intelligence.

Many old Meizu fans are glad that this time they are finally on the list and can regain their strength.

Meizu, which made the first domestic smart phone, has faded its aura - from ten million annual shipments five years ago to only one million, and the market share is only 0.3%. If it is included in The Jili' command, Meizu can also be regarded as a good backer.

However, there is a core problem after the acquisition:

Will it be reinvented, or will it be of another use?

If you go to educational hardware after being acquired by ByteDance like a hammer mobile phone, then Meizu fans are still glad that it is too early.

To understand this problem, it depends on Geely's strategic intentions.

Nowadays, the mobile phone market pattern is basically stable, Apple, Samsung, Millet, OPPO, Vivo several large factories are stable, other small factories are either eliminated, like the previous few days exposed, black shark mobile phone was acquired by Tencent; or simply can not insert into the foot, Gree mobile phone has been doing more than six years, and did not toss out a splash.

At this time, Geely is actually:

The drunkard's intention is not to drink.

Its abacus is to "support" cars with mobile phones.

Li Shufu once said:

Mobile phones can transfer some of the results to the application of the car, and realize the close interaction between the car machine and the mobile phone software.

To put it bluntly, Geely engaged in mobile phones to make the car's car machine system experience better. Li Shufu has intelligent electric vehicles in mind.

The essence of business is value swapping. Meizu to be acquired, now the rest can still be used, that is, UI design and operating system.

I give you money, you help me improve the car experience, a hit. As for whether you can help you revive again, that is an afterthought.

So, why does Geely spend energy to improve the car experience?

In fact, it is related to whether it can continue to run ahead in the next era.

02

On the track of traditional car companies, Geely is undoubtedly the leader. But in the era of smart electric vehicles, it has fallen behind.

For now, it is putting most of its chips on the smart electric vehicle brand, Extreme Krypton.

However, the extreme krypton that has high hopes, the experience of the car machine is really stretched.

In the article "The owner of the extreme krypton, what happened later...", the old Jin said that the operation experience of extreme krypton is very bad, and the smart screen often encounters the situation of caton.

At the front end of the time, a car big V was also on Weibo, publicly complaining about krypton:

What do you want to do?

In the video, Yuan Qicong drives the only 001 model currently in Extreme Kr. He clicked on the radio button on the screen, only to have no response and bluntly said that it was "going crazy". After more than ten seconds of stuttering, the radio plays the content.

Poor car and machine experience, dissuading many intended customers.

Old Jin himself also went to test drive 001, feeling that the car machine was several generations behind Xiaopeng p7.

To improve the experience of the car machine, a strong system research and development capability is required, and it cannot be smashed with money in the short term.

But for now, there is not much time left for Geely.

Last year, the sales of new car-making forces climbed steadily, while dark horses frequently appeared, and the cake was divided faster and faster. This year is the last year of state subsidies, car companies compete in intelligence, and the window period of the entire industry begins to close.

For Geely, time is life. At this time, there are two fastest paths: either cooperate with large factories or acquire small factories.

In the field of new energy vehicles, the secret competition between large manufacturers has been in progress, and no one wants to become a dependency of whom.

Earlier, some investors asked SAIC whether it would consider cooperating with Huawei on software. SAIC's direct reply:

You can't give up your soul.

Geely also considered the same thing, and it chose the second way, acquiring Meizu.

03

There are many opinions on how much the car experience can be improved after Geely's acquisition of Meizu.

Old Kim's attitude is more pessimistic. Because Geely has always:

Not very attentive.

Previously, Geely's experience of car and machine was insufficient, and the direct reason was that it handed over its research and development to its own investment in Yijiatong, rather than setting up a special department.

It's the equivalent of outsourcing.

Its calculation is that it will neither affect the development of the car machine, nor will it delay its own car-making process.

However, in this way, the communication cost between the two sides is extremely high, the feedback is slow, and the product iteration is difficult.

The car machine made by Yi Jiatong to Extreme Kr is basically to integrate the entertainment system and vehicle control system into one interface, but the function control is independent, the operation is very troublesome, and it is not smooth.

Feedback from end users:

The machine is really difficult to use.

In contrast, the new forces of car manufacturing are rolling up their sleeves to personally go down, studying the car machine system, encountering problems, rapid iterative upgrades, and dead user experience.

At present, Geely's acquisition of Meizu is also hoping that the latter can directly help the car machine and make up for its shortcomings.

But Meizu's strength is obviously insufficient.

As a former coal friend, Lao Jin watched Meizu degenerate from a domestic brother to the other now.

I don't know whether it is the management's poor management, or the product strategy is problematic, the current smart phone manufacturing, software system research and development, no longer the courage of the year.

In the past, most of the talents who created brilliance for Meizu flowed to other big factories.

The key to the development of the car machine, the first element is the team's research and development capabilities, Meizu's current piece, can even be said to be a little weak.

Sparrows with leopards cannot become the king of the forest.

Many traditional car companies have inert thinking like Geely.

Likes to take it.

Beiqi's Jihu Automobile claims to have two trump cards:

Hardware production is handled by Magna, and smart software is handed over to Huawei.

But the fastest pace is not sprinting, but persistence.

Despite the blessing of two big guys, the sales of the Extreme Fox are still unsatisfactory.

Geely wants to spend 10 billion yuan, and it wants to completely change the problem of car machinery, which is very difficult.

There is a saying in mathematics that if the process is wrong, the result is wrong.